This excerpt taken from the ATVI DEFA14A filed Mar 5, 2008.
You step back and you think about in the history of videogames, how many game experiences have generated, in a year, $500 million of operating profit? Very few.
And then when you think about things like another project that they have underway that they have been experimenting with is a physical avatar, where you can actually get for $100 a physical representation of your character. Now you think about that. $100 for a nominal manufacturing cost and you can get a physical avatar. I cant tell you the numbers of people that have been signing for the lottery to get one.
But this is a rabid fan base. There are of the 10 million subscribers that average 3.5 hours a day, think about the 2 million that average six hours a day. And theyre paying a fraction of what they pay for their cable television bill, a fraction of what they pay for their phone bill, a fraction of what they pay for their food bill. And if you ask them to give any one of those things up for more time with World of Warcraft, or to have to pay more for it, they will.